Global Marketing Automation Market Report and Forecast 2024-2032

Global Marketing Automation Market Outlook

The global marketing automation market size attained approximately USD 6.36 billion in 2023. The market is estimated to grow at a CAGR of 11.8% in the forecast period of 2024-2032, reaching a value of around USD 17.36 billion by 2032.

Key Trends in the Market

Marketing automation is the process of using software and technology for the automation of marketing campaigns and processes across multiple channels. It automates repetitive and mundane tasks, streamlines different marketing processes, and allows the marketing team to focus on important tasks.

• One of the key marketing automation market trends include the rise in the implementation of marketing automation tools and software in B2B and B2C for enhancing marketing efficiency and providing personalised experiences.

• Increased adoption of artificial intelligence (AI) and machine learning in marketing automation software to upend the performance of marketing organisations is another crucial factor driving the market.

• Growing investments in the optimisation of business and marketing strategies also augment the marketing automation market growth. Marketing automation empowers businesses to leverage their automation software for efficiently executing their marketing task and activities and maximising their ROI.

• A surge in the integration of marketing automation in customer relationship management (CRM) systems for the development of better marketing strategies that meet customer needs and enhance their experience also propels the market growth.

Global Market Analysis

Based on components, the market is bifurcated into software and services. On the basis of deployment, the market is classified into cloud and on-premise. By organisation size, the marketing automation market segmentation includes small and medium enterprises (SMEs) and large enterprises.

On the basis of application, the market is divided into campaign management, email marketing, inbound marketing, mobile applications, lead nurturing and lead scoring, reporting and analytics, and social media marketing, among others.

Based on end use, the marketing automation market is segmented into BFSI, retail, healthcare, telecom and IT, discrete manufacturing, and government and education, among others. The major regional markets for marketing automation are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the global marketing automation market, covering their competitive landscape and latest developments like mergers, acquisitions, investments, and expansion plans.

• Adobe Inc. 

• IBM Corporation 

• Oracle Corporation  

• Microsoft Corporation  

• Salesforce, Inc.  

• HubSpot, Inc.  

• Infusion Software, Inc. (Keap)  

• Teradata Corporation 

• SAS Institute Inc.  

• Klaviyo, Inc. 

• Others

Market Share by Application

As per the marketing automation market analysis, email marketing occupies a significant market share owing to the growing usage of automated emails by businesses and enterprises to expand their reach. Email automation provides several facilities such as cost-effectiveness, personalisation of content, a wide variety of template formats, minimal chances of errors, and an organised workflow, which eases the work of marketers. Furthermore, the increased utilisation of automated emails for newsletters, reminders, and thank you emails also contributes to the growth of the market.

Market Share by Deployment

Cloud models account for a substantial share of the global marketing automation market share due to their increased accessibility, flexibility, and scalability. Moreover, they can be easily implemented by businesses and enterprises as there is no hassle of building an extensive IT infrastructure.

Cloud-based solutions provide seamless integration of marketing tools such as social media management, email, and analytical tools, among others, for better management of marketing tasks and campaigns. Meanwhile, on-premises deployment is gaining popularity among businesses that require better security and control over their data.

Competitive Landscape

Adobe Inc., established in 1982, is a global software company which has its headquarters in California, the United States. Some of its popular offerings include Photoshop, Acrobat, Illustrator, and Flash, among others.

IBM Corporation is a multinational corporation founded in 1911 that provides hardware, middleware, and software, The company, with its headquarters in New York, the United States, also provides artificial intelligence, cloud computing, and data analytics products and services.

Oracle Corporation, founded in 1977 and based in Texas, the United States, is a global technology company.  It provides cloud-based applications, application software, database, and middleware software, among others.

Other marketing automation market players include Microsoft Corporation, Salesforce, Inc., HubSpot, Inc., Infusion Software, Inc. (Keap), Teradata Corporation, SAS Institute Inc., and Klaviyo, Inc., among others.

Key Highlights of the Report